DESIGNED BY NATURE

TitleDESIGNED BY NATURE
BrandACT OF WINE
Product / ServiceWINE RETAILER
CategoryA01. Creation of a new Brand Identity
EntrantROBYN&LEON Melbourne, AUSTRALIA
Idea Creation ROBYN&LEON Melbourne, AUSTRALIA
Production ROBYN&LEON Melbourne, AUSTRALIA

Credits

Name Company Position
Leon Wilson Robyn&Leon Director
Robyn Brazenall Robyn&Leon Director
Mother Nature Robyn&Leon Designer
Misha Lamb Robyn&Leon Art Director
Ben Tebbutt Robyn&Leon Art Director
Debbie Ferris Robyn&Leon Account Manager

Background

Background: Act of Wine is a retailer specialising in natural wine created using sustainable production methods. The natural winemaking process involves minimal chemical, technological and human influence... nature is simply left to do its thing. Brief/Objectives: We were engaged to create a brand identity for Act of Wine that would work across a wide variety of platforms, as well as work in conjunction with the interior design of the store itself. Budget: $35K

Describe the creative idea (40% of vote)

In order to reflect the natural winemaking craft, we applied a similar hands-off process to the craft of graphic design. We set up an environment where the same mould and bacteria involved in the fermentation process of creating natural wine, created the actual Act of Wine brandmark itself. Having nature grow the brandmark meant it was clearly differentiated from conventional wine retailers. Act of Wine is located in the CBD. As such the target audience were inner city workers and apartment dwellers who are interested in seeking out new experiences rather than following the rest of the flock. This audience is constantly exposed to visually striking wine and beer labels and graphics, so it was important the branding had a story that went beyond the imagery alone.

Describe the execution (40% of vote)

To mimic the natural winemaking process we set up an environment where Nature could create the brand-mark. This essentially involved turning the agency into a giant petri dish for a couple of months, with cupboards full of letters growing out of mould and bacteria. The branding extends across various touch points including wrapping paper with macrophotography of the mould, and animations showing the growth of the letters as content on social platforms. The brand-mark itself exists instore, on business cards, on wine glasses, and online. We worked closely with the interior architectural practice to ensure the identity, the environment, and the story surrounding the brand all worked together as a holistic experience. The space itself is a warm, organic-inspired fit-out featuring rammed earth, brushed concrete and timber elements. The design approach was a real exercise in letting go of controlling the outcome, trusting the process, and embracing the unknown.

List the results (20% of vote)

The brand identity was created off the back of a robust brand strategy we workshopped with the client and the interior architectural practice. This brand strategy fed into the architectural design as well as the brandmark. It would be over-reaching to put the stores sales success down to the brand identity alone as it was part of a much broader experience. With that in mind however the store has been such an immediate success that a second store is about to be opened less than a year later. With the process of creating the brandmark being so interesting we were able to create additional content by filming its growth in stop-motion as well as the macrophotography wrapping paper. Value was delivered not only through assets, but through a way of doing things that created a back story and sense of purpose.